Jannik chose to wear all black, as in his last two participations in the Internationals. The strategies of Nike, which aims at contrasting style with Alcaraz
A black panther was wandering around the Centrale del Foro Italico last night. Silent, with a hypnotic look, ready to strike at the right moment. Jannik Sinner returned to Rome, and returned to wearing the total black that he had already exhibited last year and in 2023, i.e. in his last two participations in the Internazionali. An explicit choice by the world number 1 who, a year ago, expressed himself like this: “I prefer dark colors and I like to wear monochromatic suits. I think they suit me well.” At the beginning of this season, at the Australian Open, the Italian had to wear a mustard yellow suit, hinting – with skillful diplomacy – that he didn’t particularly appreciate it: “This is the outfit for the daytime session, I have another one for the evening one (olive green, ed.). What if I take part in the decision-making process with Nike? Next year I will be able to have more say in the colours, so to speak. We will be more involved”. He then added: “I think Nike does an incredible job, because they have so many athletes and so many different things to consider. We change outfits very often during the year, so it’s not easy to always have something that is perfect on the pitch.”
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Given that the choices of the technical sponsor depend on a series of factors, including the surrounding environment of the tournament and the colors of the court, Nike found itself in its portfolio of the two strongest tennis players in the world, whose contrast in styles is also reflected in their personality and behavior. Thus, especially in recent times, the American giant has tried to enhance this diversity in the racing kits supplied to Sinner and Carlos Alcaraz: more sober and elegant for Jannik, more flamboyant and daring for Carlos. The risk, sometimes, is to pull the thread until it breaks. Nike, however, was the first major sponsor to bet on Sinner. The South Tyrolean was dressed from head to toe by racket supplier Head when, in 2019, Nike managers came to his entourage and put an offer of 300 thousand euros on the table. A huge proposal for a 17-year-old who only began his climb at the end of the season with victory at the Next Gen ATP Finals. The investment, in hindsight, paid off amply. But how often does it happen that a talent doesn’t live up to expectations? Nike saw it right and, in the spring of 2022, it secured Sinner with a ten-year contract worth 15 million euros per year. That too, after all, was a gamble. Jannik, at the time, was just a top 15 player. Only later would four Slams arrive, for a total of 28 titles, and the throne of the world rankings.
